Author: Julio Cerviño. Ediciones Pirámide, Madrid. Several editions. Last edition 2012.


BrandMark Systems

CIF: B84086926

Calle Siroco 4 - Suite 3B

28223 Pozuelo de Alarcón (Madrid)



Phone: +34-639810571


Our Services

Legal/Judicial Technical Reports. Brand and other Intangibles (patents, copyrights...) Economic and Financial Valuation. International and Domestic Market Research. Competitive Analysis. Competition Law Reports. Strategic Marketing Analysis. Executive Training. Conferences.

Find us in Social Media

Our Services

Economic and Financial Valuation of Brands, Patents and other Intangible Assets


  • We establish the economic and financial value of Brands, Patents and other Intangibles Assets, using scientific and professional well proven methodologies. Our methodologies follow the ISO 10668 (International Standard Organization Norm): Brand Valuation Requirements for Monetary Brand Valuation) and apply its principles and philosophy to other intangible assets as patents, copy-rights and other intellectual property. We also follow the WIPO (World Intellectual Property Organization) directives for establishing the power of brands in the market. Our analysis also cover financial damages in situations where brand dilution may occur.

Legal and Technical Reports on Intangibles Assets, Anti-trust and Competition Law

  • We provide legal and technical reports for brand, patent and other intellectual property infringement cnases, analyzing brand imitation, confusion and dilution situations as well as establishing market and economic damages and prejudices. We also provide clients with report and valuation of damages in cases of infringement of European Community Competition Rules. We follow established and EC proved economic models for the calculation and quantification of harm in actions for damages based on breached of European Competition Laws and Articles 101 or 102 of the Treaty of the functioning of the European Union.


Market Research Reports and Demand Analysis

We cover all types of market research needs, from marketing and competitive intelligence reports to ad-hoc field research, either in Spain or any international market. We offer the following customized quantitative and qualitative off-line and online research services and techniques: Conjoint Analysis; Positioning Study; Brand Equity; Concept Testing; T.U.R.F. Analysis (Total Unduplicated Research Frequency); Attitudinal, Awareness and Usage Study; Competitive and Market Share Analysis, Structural Equation Modeling; Name research and development, and Customer Satisfaction and Loyalty Research, among others.

Market research is not just about data collection and analysis. It is about matching the right service with the right brand, depending on the client's particular situation, expectations and desired outcomes. BrandMark Research proposals and methodologies provides relationship-based market research services that ensure not only the flawless execution of quantitative and qualitative surveys, but also a well-defined, methodical approach that keeps our clients actively involved throughout each phase of the project.

Brand Image and Positioning Analysis and Development

Positioning is something (perception) that happens in the minds of the target market.

It is the aggregate perception the market has of a particular company, brand, product, or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. Brand Image is more relate to the inner brand. What our customer thing about our brand. A company can positively influence the brand image and positioning through enlightened strategic actions

The step in creating a powerful brand image and brand positioning plan is always research.

Whether working on an existing business/brand or developing a new concept, BrandMark develops the following nine steps for a brand positioning project: 1)Defining the market in which the product or brand will compete (who the relevant buyers are); 2)Identifying the attributes (also called dimensions) that define the product 'space'; 3)Collecting information from a sample of customers about their perceptions of each product on the relevant attributes; 4)Determine each product's share of mind; 5)Determine each product's current location in the product space; 6)Determine the target market's preferred combination of attributes (referred to as an ideal vector); 7) Examine the fit between:The position of your product; 8)The position of the ideal vector; and 9)Decision of the "competitive" Position.

Estimation of Royalty Rates and Up-front Fees for Brands, Patents and other Intangibles

We have access to the best databases on royalty rates in different sectors and industries, either for trademarks/brands, patents or copy-rights. We apply brand metrics and royalty valuation models supported in scientific and academic literature. that allow us to determine royalty rates that comply with the FRAND principles (Fair, Reasonable and Non-Discriminatory). These royalty rates can be apply to licensing contracts, international transfer prices, estimation of damages and prejudices in legal infringement cases and in intangibles assets valuation (royalty relief methodology).

International Business and Marketing Plans

We anlayze and develop, together with clients, the Business and Marketing plan they need to establish the brand and/or firm in a new market/segment. Our analysis covers issues from understanding the target market and competitive position in that market, to how to reach and enter that market (entry modes, tactics and marketing mix) and differentiate the product/brand from competition in order to reach a competitive advantage and make sustainable sales. We also figure out the business marketing budget, that will outline the costs of how the company will achieve its marketing goals within a certain timeframe.

In-company Seminars, Workshops and Event Conferences

We offer personalized in-company seminars, workshops and conferences, either in English, French or Spanish. We can offer a very academic approach or a professional/consultant focus. We participate in multitude of Postgraduate and doctoral programs in Europe and Latin America and well as in professional and industry events with up-to-date conferences.